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Apricot Celebrates 30 Years, Redefining Microgaming Legacy with Platform Focus

Microgaming-rebranded-to-Apricot Celebrating its 30th anniversary, Apricot—formerly known as Microgaming Software Systems Limited—marks this milestone with a bold rebranding that looks ahead. Known for its pioneering work in online gaming, Apricot has transitioned away from content aggregation to focus on delivering advanced platform software solutions, setting a new course for its future. This evolution captures the company’s history while redefining its role as a platform-driven technology provider for the gaming industry.

Evolving from Gaming Content to Platform Expertise

The transformation of Apricot began in 2022 when Games Global acquired Microgaming’s game assets and distribution network, allowing Apricot to zero in on its platform services. With this shift, Apricot has dedicated itself to creating a secure, scalable infrastructure to support leading gaming brands worldwide. By focusing exclusively on platform software, Apricot now enables seamless, responsible gaming experiences, processing over 210 million bets daily and earning over 20 industry awards, solidifying its position as a trusted name in iGaming.

A Fresh Visual Identity Signaling Apricot’s New Path

Aligned with its platform-focused mission, Apricot has introduced a refreshed visual identity that captures both its evolved focus and its heritage as Microgaming. The updated look symbolizes Apricot’s shift from a content distributor to a dedicated platform provider, reinforcing its commitment to delivering robust technology for gaming brands. This cohesive design extends across all brand materials, enhancing Apricot’s recognition in the market and emphasizing a clear, professional focus on advanced gaming solutions. With bold, contemporary graphics, the revitalized brand breathes fresh life into Apricot’s people-first philosophy and dedication to innovation.

While Apricot’s visuals have transformed, core elements like the name and logo remain intact, preserving the brand’s legacy while representing its future ambitions.

New Website and Digital Presence

Alongside its rebranding, Apricot has launched an updated website that embodies its refined vision and showcases its historical achievements, present capabilities, and future goals. This digital platform provides users with a cohesive view of Apricot’s investments, partnerships, and the strength of its partner network. As an intuitive platform, it represents Apricot’s commitment to delivering reliable technology solutions that support seamless and responsible gaming experiences.

Looking to the Future

This 30th anniversary is not only a celebration of Apricot’s heritage as Microgaming but also a vision for its future as a platform-driven technology leader. Throughout 2024, Apricot aims to increase brand visibility, leveraging owned media and strategic partnerships to establish itself as a leader in iGaming software solutions. This enhanced strategy aligns with Apricot’s commitment to innovation and responsible gaming, promising continued support to its clients, partners, and the global gaming community.

In the years to come, Apricot’s dedication to platform excellence and industry evolution will remain at the forefront, underscoring its transformation from a pioneer in online gaming to a leader in platform technology.

Source:

“Microgaming Unveils a New Chapter: A Platform for the Future“, linkedin.com, 2024.

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Microgaming Updates Brand Looking to Return to Leading Market Position

Entering its third decade of operation, Microgaming, a pioneering platform software provider, announces a complete visual rebrand for its corporate websites. The move is expected to redefine the company’s identity and strengthen its transformative journey.

Comprehensive Website Update

The comprehensive update of the corporate online presentation, including the subsidized PlayItForward websites, represents a milestone in the 30-year company’s history. Microgaming is entering a new era of its operations and the transformation is designed to provide an effective marketing tool to ensure an appealing yet seamless transition.

Name and Logo Remains the Same

For such purpose, the visual language of the brand will continue to communicate with customers and partners in the same manner as before. The Microgaming name and logo will remain unchanged as the company sets out for a transformative journey to get back to the position of a leading platform software provider superiorly held in 1994.

Focus on People

Therefore the upgrade of the corporate web pages will provide the brand with a contemporary look and sophisticated design to communicate the company’s focus on its people. The visual transformation is a part of the new corporate strategy designed to refresh the brand and open a brand new chapter of its operations.

Addition of Game Aggregation Business

Microgaming will add weight to its operations by adding its new content aggregation business to the established corporate platform software and technology provisions. The addition is a result of the Games Global’s acquisition of Micogaming’s online gaming and content distribution operations in 2022.

Bridge Over Still Waters

As a pioneering platform and technology software provider, Microgaming has powered leading online gaming brands and currently distributes over 210 million bets on a daily basis. The latest overhaul is set to represent a bridge across still waters between the past and future pioneer’s accomplishments. It’s no wonder that such a transition has been facilitated by the board and the employees alike as the company has earned over 20 industry awards for the application of diversity and inclusion standards in the workplace.

Alex Wilson, Head of Marketing at Microgaming, commented: “We’re incredibly excited to be able to announce the rebranding of the corporate and Play It Forward websites at Microgaming in a move that will not only breathe fresh visual life into our brand, but also redefine who we are as a business’’.

Wilson added: “Having been in the industry for 30 years, the repositioning of our value proposition will see Microgaming get back to its roots as an established corporate platform software and technology provider while simultaneously celebrating the people who’ve helped get us to where we are today. As such, it marks the start of what promises to be a transformative journey for the company as we enter a new chapter in our development and we can’t wait to share it with our iGaming peers.”

Source: “Microgaming Unveils New Corporate and PlayItForward Websites’’. Microgaming. February 5, 2024.

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